A court might decide that True Local took no steps to protect the name in Australia and therefore, deserves no protection. I'm sure it won't be hard to find attorneys that make compelling arguments for both sides. Give 'em hell Jake.

Are you sure this is News Corps as in Rupert Murdoch? I've only seen News Ltd in the articles. If it is News Corp, good luck. If it does hit some big news outlets and creates some buzz though, it may actually be the best thing to happen to them.

From the article: >>>According to sources at the Toronto-based TrueLocal " Toronto based? They moved? :)

>>hundreds of Australians" have already attempted to sign up to its service after mistaking it for the recently launched directory listing service from News Ltd.

Lol. This is the biggest reason why this was a mistake on the Aussie's part. Anyone recall BakeJake's presentation in Vegas on 101 twisted things to do to people you don't really want at your website? I'd be surprised if they had a case legally, but even if they pull that off somehow, they've still got to worry about the online side of things.

(*)I'm thinking if Jake captures australian traffic and send them to <some funky> site, that'll do some interesting things to folks looking to advertise on the .au site who mistyped.

Are you sure this is News Corps as in Rupert Murdoch? I've only seen News Ltd in the articles.

News Limited is the Australian newspaper publishing arm of News Corporation. As you say, good luck ;).

Aside from any copyright issues relating to the web site design itself, I would say the truelocal.com owners have very little grounds for complaint. News Limited have a genuine claim to the .com.au version of the domain name, based on what their site offers. This namespace is more restricted than some others but it is still on a first come, first served basis.

They have also submitted trademark applications to protect the name/logo, so you could say they were well prepared.